“Moving from a single big event to a four-city roadshow was a big bet… The bet paid off with both a 300% jump in pipeline and 20-point lift in our Net Promoter score.”

 

Trevor Drewry
Head of Event Marketing at Webflow

The Challenge

In the fall of 2023, Weblow wanted to boldly grow their worldwide presence. Instead of trying to consolidate their global audience into a single regional event, Webflow partnered with Trademark to bring the live Webflow Conference to strategic international locations. The multi-city roadshow had all the speed, style, and substance that Webflow is known for – and generated significant buzz in all the right places.

The roadshow took place in major cities around the world, all in the span of two weeks: Chicago, London, New York City, and San Francisco. Webflow analyzed a heat map of their current customers and potential new markets – and then used Trademark’s muscle to match those cities with the perfect venue.

Trademark’s venues were chosen to complement Webflow’s forward-thinking vision, while making attendees feel right at home.

For example, the roadshow kicked off right in the heart of San Francisco, at the beautiful SFJAZZ performance space. SFJAZZ is a uniquely modern venue born from a rich creative tradition — a perfect backdrop for Webflow’s new brand reveal and new feature launches.

“Trademark suggested venues that were perfect for our company. Our attendees [and] employees walked in, and were just like: this is us, this is perfect,”

 

Trevor Drewry

Building Brand Loyalty

In some ways, the new feature launches were the heart of the roadshow. Leadership from Webflow revealed powerful new tools in front of their users, and put the tools to work immediately in stunning live demos. They didn’t just tell, they showed – and the energy in the room responded.

Live Speed Build Challenge + Broadcast

This culminated in a Live Build Challenge, pitting global competitors head-to-head to create the most stylish website in record time. Trademark integrated hybrid technologies to simulcast the competition, bringing the energy felt on-stage to attendees all around the world. These bold decisions empowered Webflow users and built brand loyalty – not to mention conversions – on the spot.

Results

Though a global roadshow concept may sound risky, ultimately it paid off: “Moving from a single big event to a four-city roadshow was a big bet – but we wanted to get closer to our customers geographically.  Going to them made us more approachable and showed that we respected their time and travel budget. The bet paid off with both a 60% jump in pipeline and 20-point lift in our Net Promoter score,” said Trevor.

And while an international production effort may sound overly expensive and complicated, it actually proved to be impressively agile.

Ultimately, expectations around what an event is and what an event can be are changing. Attendees expect experiences to come to them and to radically include them. Webflow and Trademark exceeded these expectations in front of a global audience – and we can’t wait for next year.